After a successful test in select countries, today Instagram announced that they are introducing Reels ads to the world. Reels is the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone.

These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.

Reels ads will be full screen and vertical, similar to ads in Stories, and will appear in between individual Reels. As with regular Reels content, these ads will loop and can be up to 30 seconds. People can comment, like, view, save and share Reels ads.

Reels ads will appear in the most popular places to access Reels content. This includes the Reels tab, Reels in Stories, Reels in Explore and Reels in your feed. Once a user taps into a reel from Stories, Feed, the Reels Tab or Explore, they will enter a viewer that exclusively shows reels that scroll vertically.

“We see Reels as a great way for people to discover new content on Instagram, and so ads are a natural fit. Brands of all sizes can take advantage of this new creative format in an environment where people are already being entertained.” said Justin Osofsky, Instagram Chief Operating Officer

“Taking advantage of new and innovative formats like Reels ads is a top priority for our clients, so we’re excited about this new opportunity for brands to reach potential customers.” said Amanda Grant, Global Head of Social Media, GroupM.

Just like any other ad on Instagram, we will also provide people with controls on the Reels ads they see. If people see an ad they don’t like, they can skip the ad, or tap the menu on the post to hide or report it.